New York- and London-based ecommerce business Localised has raised £5.1m ($6.5m) investment from BGF and entrepreneur Peter Jones.

Localised works predominantly with fashion and lifestyle brands to create localised versions of eCommerce sites with local payments, sizing, pricing, merchandising, marketing and customer service.

The firm currently works with fashion brands including Urban Outfitters, Anthropologie, Everlane and Crate & Barrel to build localised sites in Korea, Japan, Hong Kong, Singapore and Taiwan through highly localised country-specific eCommerce.

This investment will be used for expansion across Europe, Americas, Middle East and the rest of Asia, and for upgraded tech to power its global pricing syndication and global CRM.

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Investor Jones said: “Localised is an exciting business with an innovative offering, being delivered by an exceptional team. This new partnership with BGF will see us combine forces to not only jointly invest in high-potential companies but to use our shared vision as champions of UK enterprise to support scaling businesses with unrivalled networks and expertise.”

Stephen Welton, CEO of BGF, said: “Localised truly has a USP in its market, being the only provider to localise international ecommerce for brands, and it also aligns brilliantly with our existing portfolio of over 300 companies – as a business with an ambitious management team and clear growth opportunity.

“We are delighted to be working alongside Peter Jones CBE in supporting this business along its growth trajectory and expanding its offering for more brands, in more markets.”